Relevant bibliographies by topics / Online advertising measurement

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Book chapters
  4. Conference papers

Academic literature on the topic 'Online advertising measurement'

Author: Grafiati
Published: 3 June 2025
Last updated: 31 July 2025

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Journal articles on the topic "Online advertising measurement"

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Radygina, Evgeniya G. "Marketing relations in online advertising." Economic Consultant 36, no. 4 (2021): 33–41. http://dx.doi.org/10.46224/ecoc.2021.4.4.

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Introduction. The relevance of the research is due to the fact that the model of communication between customers and suppliers within the online space has long influenced all marketing stages in the introduction of goods and services, starting with customer awareness, attitudes towards customers, soliciting potential customers to testing new products, sales, and customer retention. The purpose of the research is to identify features of the Internet as a space of marketing relationships and formulate the principles of interaction with users. Materials and methods. The reviewed sources included
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Evgeniya, G. Radygina. "Marketing relations in online advertising." Economic Consultant 36, no. 4 (2021): 33–41. https://doi.org/10.46224/ecoc.2021.4.4.

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<strong><em>Introduction.&nbsp;</em></strong>The relevance of the research is due to the fact that the model of communication between customers and suppliers within the online space has long influenced all marketing stages in the introduction of goods and services, starting with customer awareness, attitudes towards customers, soliciting potential customers to testing new products, sales, and customer retention. The purpose of the research is to identify features of the Internet as a space of marketing relationships and formulate the principles of interaction with users. <em><strong>Materials
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Akseki, Sinan. "Criticism of Programmatic Advertising Practices." International Journal of Social Sciences 9, no. 37 (2025): 27–53. https://doi.org/10.52096/usbd.9.37.02.

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The internet, one of today's indispensable tools, has changed human life and communication styles, the habits of the media where advertisements are published, purchasing attitudes and behaviors, advertising activities and forms. Through the Internet, traditional forms of advertising have been replaced by interactive, online advertisements. Advertisements on digital platforms are now realized in the online web environment, with headlines, texts, visuals, graphics and designs with effects applied, by providing information and interacting with users in every area they visit or click. Through digi
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Estrada-Jimenez, Jose, Javier Parra-Arnau, Ana Rodriguez-Hoyos, Jordi Forne, and Esteve Pallares-Segarra. "A Measurement Study of Online Tracking and Advertising in Ibero-America." IEEE Access 9 (2021): 80996–1007. http://dx.doi.org/10.1109/access.2021.3085024.

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Giang, Nguyen Thi Phuong, Nguyen Binh Phuong Duy, Nguyen Ho Thien Anh, Doan Nguyen Tra Giang, Dang Minh Triet, and Thai Dong Tan. "Factors influencing the intention to use artificial intelligence for online advertising on social networks." Multidisciplinary Science Journal 7, no. 8 (2025): 2025416. https://doi.org/10.31893/multiscience.2025416.

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The rapid advancement of artificial intelligence (AI) has significantly transformed various industries, including online advertising on social networks. Businesses are increasingly investing in and developing AI-driven strategies. The advent of Artificial Intelligence (AI) has been recognized as a revolutionary force across various industries and fields, with online advertising on social networks increasingly regarded as a prominent trend that is actively being developed and invested in by businesses. This study was conducted to identify the factors influencing the intention to utilize AI in o
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Brookman, Justin, Phoebe Rouge, Aaron Alva, and Christina Yeung. "Cross-Device Tracking: Measurement and Disclosures." Proceedings on Privacy Enhancing Technologies 2017, no. 2 (2017): 133–48. http://dx.doi.org/10.1515/popets-2017-0020.

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Abstract Internet advertising and analytics technology companies are increasingly trying to find ways to link behavior across the various devices consumers own. This cross-device tracking can provide a more complete view into a consumer’s behavior and can be valuable for a range of purposes, including ad targeting, research, and conversion attribution. However, consumers may not be aware of how and how often their behavior is tracked across different devices. We designed this study to try to assess what information about cross-device tracking (including data flows and policy disclosures) is ob
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Enayati Shabkolaei, Mohammad, Shahrbanoo Gholipour Freydouni, and Mehdi Rouholamini. "Presenting a Model for Innovation in Online Advertising and Its Implications in Digital Marketing." International Journal of Innovation Management and Organizational Behavior 3, no. 4 (2023): 109–22. http://dx.doi.org/10.61838/kman.ijimob.3.4.13.

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Objective: This research aimed to present a model for innovation in online advertising and its implications in digital marketing. Method: The research was applied in purpose and employed a mixed exploratory (qualitative-quantitative) method. The qualitative segment participants were selected experts and specialists in innovation in online advertising and its implications in digital marketing in 2023, determined purposively to be 17 individuals. The quantitative segment's population comprised customers of Digikala and Etkaa stores who had made purchases online during a specific timeframe, consi
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Коробков, С. А. "Operational measurement of the effectiveness of online advertising and its management by analyzing marketing information from a variety of data sources and measurement systems." Экономика и предпринимательство, no. 11(124) (December 23, 2020): 689–92. http://dx.doi.org/10.34925/eip.2020.124.11.133.

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В статье представлены результаты исследования, благодаря которым был разработан метод, включающий в себя алгоритм для оперативного измерения результативности интернет-рекламы при помощи анализа маркетинговых данных из разнообразных источников данных и систем измерения. Он позволяет осуществлять комплексный оперативный анализ информации из разнообразных источников данных и систем измерения с использованием аналитики сайта, статистки рекламных систем, данных из CRM, бухгалтерской системы и других источников. The article presents the results of the research, which resulted in the development of a
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Dat, Nguyen Van, Pho Hai Dang, and Nguyen Van Thich. "Factors influencing purchase decisions on social media platforms: The role of explainable artificial intelligence." Edelweiss Applied Science and Technology 9, no. 2 (2025): 1228–44. https://doi.org/10.55214/25768484.v9i2.4745.

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This study aims to measure the impact of privacy concerns and perceptions of personalization on purchase decisions on social media platforms. It focuses on the mediating role of attitudes toward advertising and the moderating role of Explainable Artificial Intelligence (XAI). The study investigates consumers who frequently shop on social media. The research model was implemented using an online questionnaire and direct interviews, yielding 515 valid responses. To assess the reliability of the measurement scales, SPSS 26 software was employed. The research hypotheses were tested, and the measur
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Kang, Hyunjin, and Matthew P. McAllister. "Selling You and Your Clicks: Examining the Audience Commodification of Google." tripleC: Communication, Capitalism & Critique. Open Access Journal for a Global Sustainable Information Society 9, no. 2 (2011): 141–53. http://dx.doi.org/10.31269/triplec.v9i2.255.

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Using a political economy perspective, this paper argues that Google’s surplus value from advertising results from its extensive and transformative commodification of users. The unique features of Google as an advertising venue intensify the commodification of its users as compared to traditional media in several ways. First, the simplified valorization process of Google’s advertising methods enables Google to earn significantly more surplus value than those of traditional media. Also, Google’s personalized advertising strategies, its precise measurement of advertising costs based on users’ be
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Dissertations / Theses on the topic "Online advertising measurement"

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Vlčko, Martin. "Technologické a ekonomické aspekty mezinárodního online marketingu." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-75203.

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Internet expansion opened up a new business market with a very low barrier to entry. This make online trading as very popular and competitive. The aim of this work is to describe the business on the Internet, especially the stage of promotion, campaign measurement and interpretation. The first chapter deals with the description of tools available for online promotion, technological options for the measurement and subsequent interpretation the results of business activities. The theoretic section describes the entire process on the case, prosperous and rapidly growing international company Pixm
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Tomčík, Martin. "Využití copywritingu při optimalizaci internetových obchodů." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-165123.

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This dissertation is focused on copywriting or writing advertising content for online stores. Its main objective is to create instructions for writing successful text for online stores based on synthesis. Simultaneously, another aim of my dissertation is to use these findings in copywriting for selected e-shops. Both theoretical and practical parts are based on professional resources and my own experiences with copywriting beginning in 2006. This document is structured in three main parts. In the first part, I focus on theoretical recommendations for writing advertising content. In addition to
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Purra, Joel. "Swedes Online: You Are More Tracked Than You Think." Thesis, Linköpings universitet, Institutionen för datavetenskap, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-117075.

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When you are browsing websites, third-party resources record your online habits; such tracking can be considered an invasion of privacy. It was previously unknown how many third-party resources, trackers and tracker companies are present in the different classes of websites chosen: globally popular websites, random samples of .se/.dk/.com/.net domains and curated lists of websites of public interest in Sweden. The in-browser HTTP/HTTPS traffic was recorded while downloading over 150,000 websites, allowing comparison of HTTPS adaption and third-party tracking within and across the different cla
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Navrátilová, Ludmila. "Budování konkurenční výhody českých podniků prostřednictvím kreativní internetové reklamy v rámci jednotného evropského trhu." Doctoral thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2016. http://www.nusl.cz/ntk/nusl-263393.

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This doctoral thesis focuses on creative online advertising in the context of understanding the value orientation of Czech consumers. By interactions of creative campaigns and national culture of target country aspects businesses can achieve a competitive advantage in the field of digital marketing communications. The main objective of the thesis is to create a concept of creative use of online advertising in the Czech market in relation to the cultural values of Czech consumers as a factor of increasing the competitiveness of Czech companies. The result of the thesis is a design that represen
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Book chapters on the topic "Online advertising measurement"

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Chatterjee, Patrali. "Beyond CPMs and Clickthroughs." In Internet Marketing Research. IGI Global, 2001. http://dx.doi.org/10.4018/978-1-878289-97-1.ch011.

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Measuring effectiveness of online ads is of critical importance to the survival of the Web as an advertiser-supported medium. Present efforts in measuring performance of Web ads are concentrated on adapting measures used in traditional media to the online medium. However these measures do not take into account the unique interactive characteristics of the medium and the differences in how consumers process advertising stimuli on the Web. Further, ad processing and performance measurement capabilities differ across various advertising formats on the Web. This research proposes a framework to in
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Rosenkrans, G. "Online Advertising Metrics." In Handbook of Research on Electronic Surveys and Measurements. IGI Global, 2007. http://dx.doi.org/10.4018/978-1-59140-792-8.ch015.

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Accurate and consistent metrics are critical for determining online advertising effectiveness and for the growth of online advertising spending. There are a variety of ways to measure online advertising effectiveness, and this chapter explains common online advertising metrics to measure effectiveness such as page impressions, ad impressions, clicks, visits, unique visitors, path analysis, conversion rates, and recency measures. This chapter also presents online metrics challenges as well as encourages researchers to employ other pricing and metrics models besides the CTR (Click-Through)/CPC (
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Crick, Matthew. "YouTube." In Biometrics. IGI Global, 2017. http://dx.doi.org/10.4018/978-1-5225-0983-7.ch059.

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According to the London Telegraph (Barrett, 2013), Online London has one CCTV camera for every 11 people in Britain. The average number is most likely around five million cameras in total. MSNBC (Timm, 2013) reported in August 2013 that the number of security cameras in the New York City public sector was as many as 6,000. In Chicago in May 2013 (Cox, 2013), the American Civil Liberties Union (ACLU) reported a “frightening number” of surveillance cameras, with as many as 22,000 citywide, posing what Adam Schwartz of the ACLU called a menace to privacy. The twin concepts of surveillance and pow
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Okazaki, Shintaro. "Gender Difference in the Motivations of Mobile Internet Usage." In Mobile Computing. IGI Global, 2009. http://dx.doi.org/10.4018/978-1-60566-054-7.ch160.

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The rapid pace of adoption of Web-enabled mobile handsets in worldwide markets has become an increasingly important issue for information systems professionals. A recent survey indicates that the number of global mobile Internet adopters is expected to reach nearly 600 million by 2008 (Ipsos-Insight, 2004; Probe Group, 2004), while the number of Internet-connected mobile phones will exceed the number of Internet-connected PCs by 2005 (The Economist, 2001). Such drastic convergence of the Internet and the mobile handset has been led by Asian and Scandinavian countries, where penetration has bee
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Şat, Rana, Binnaz Alp, and Ercan Karaçar. "Digital Customer Experience and Customer Relationship Management." In Dijital Pazarlama Çalışmaları. Özgür Yayınları, 2025. https://doi.org/10.58830/ozgur.pub680.c2844.

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It is seen that every innovation that emerges and is made available in the field of technology brings about change in the functioning of social and institutional life. The behavior patterns and habits of individuals have started to shift towards a new axis emerging with the development of technology. For commercial organizations, it can be said that there are changes in their relations with consumers and in their communication with all environmental elements. With the rapid changes in technology, traditional marketing has been replaced by new generation marketing types such as digital marketin
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Conference papers on the topic "Online advertising measurement"

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Xiao, Yingtai, Jian Du, Shikun Zhang, et al. "Click Without Compromise: Online Advertising Measurement via Per User Differential Privacy." In 2025 IEEE Symposium on Security and Privacy (SP). IEEE, 2025. https://doi.org/10.1109/sp61157.2025.00187.

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Zeng, Eric, Rachel McAmis, Tadayoshi Kohno, and Franziska Roesner. "What factors affect targeting and bids in online advertising?" In IMC '22: ACM Internet Measurement Conference. ACM, 2022. http://dx.doi.org/10.1145/3517745.3561460.

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Wang, Pengyuan, Yechao Liu, Marsha Meytlis, Han-Yun Tsao, Jian Yang, and Pei Huang. "An efficient framework for online advertising effectiveness measurement and comparison." In WSDM 2014: Seventh ACM International Conference on Web Search and Data Mining. ACM, 2014. http://dx.doi.org/10.1145/2556195.2556235.

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